With increased connectivity, networks at both a global and local level are growing rapidly whilst new communities can develop and flourish through digital channels. These allow for resources to be shared, swapped, borrowed and traded; bearing a new economy that favours access over ownership.
This is a dramatically different user experience context that demands a transformation of our approach to service design. In this session we will share findings from our global research that explored the experiences and opportunities involved in moving from an ownership economy to one built on access and sharing. In this presentation we present guidelines for creating value exchange networks and share some tools we’ve developed for creating networked services and business models in the sharing economy.
See also video of the presentation being delivered: http://youtu.be/b22vSxLXMsY
17. We
call
them
Par+cipatory
Service
Networks
(PSN)
Networked
business
models
Value
exchange
networks
Collabora4ve
consump4on
P2P
services
Bo<om-‐up
value
exchange
Sharing
economy
User-‐generated
content
19. Has
a
boyfriend
25
yr
Travels
by
Drives
by
Graphic
designer
Loves
traveling
Lives
in
a
shared
flat
with
2
friends
Meet
Anna..
Works
by
20. Married,
two
children
58
yr
Hos4ng
room
by
Cares
for
others
Just
recovered
..and
Linda
Cooks
for
others
Rents
out
car
21. The
access
economy
drives
new
business
models
Car
use
u
tRental
fee
Car
u
tPayment
22. Car
use
u
t
Rental
feeCONSUMER
Car
u
tPayment
The
sharing
economy
drives
networked
business
models
23. The
sharing
economy
drives
networked
business
models
CAR
USER
CAR
OWNER
Car
use
u
t
Rental
feeCONSUMER
Car
u
tPayment
24. Tradi+onal
service
models
Networked
business
models
Networked
business
models
calls
for
a
shi7
in
approach
to
service
design
1. Focus
on
the
individual
customer
2. Design
and
deliver
a
service
3. Own
a
unique
rela+onship
with
customer
1. Uncover
opportuni+es
in
a
network
2. Enable
exchanges
to
deliver
service
3. Iden+fy
your
role
in
the
ecosystem
31. Single
user
experience
Design
the
service
journey
2.
Enable
exchanges
to
deliver
service
Networked
experience
Design
par+cipatory
services
32. Who
is
exchanging
value?
What
value
is
exchanged?
How
is
the
value
exchanged?
Sketch
out
the
network
Short
descrip+on:
2.
Enable
exchanges
to
deliver
service
How is value exchanged?
Socialcar is a P2P
car rental service.
Private car owners
to rent out their
cars for money,
to drivers!
Car users, car
owners and
Socialcar!
Car, money,
members,
insurance!
33. How do we design for a networked experience?
EXTEND
USE
JOIN
DISCOVER
USER
Car
use
u
t
Rental
fee
2.
Enable
exchanges
to
deliver
service
34. EXTEND
USE
JOIN
DISCOVER
How do we design for a networked experience?
2.
Enable
exchanges
to
deliver
service
35. Trust
in
the
value
exchanged
Trust
in
other
network
parEcipants
Trust
in
the
plaForm
How do we enable interactions and exchanges?
2.
Enable
exchanges
to
deliver
service
38. BRAND
1:1
rela+onship
with
customer
Facilitate
rela+onships
among
customers
BRAND
3.
Iden+fy
your
role
in
the
ecosystem
39. 3
OWNER
ROLES
Community
creator
Community
orchestrator
Host
What roles does the network need to function, and who can provide it?
3.
Iden+fy
your
role
in
the
ecosystem
40. Crowd
gatherer
Network
enhancer
Builder
What roles does the network need to function, and who can provide it?
3.
Iden+fy
your
role
in
the
ecosystem
3
ENABLER
ROLES
41. PSN
Emerge
Seed
Nurture
Weed
Adapt
How to start and grow the network?
3.
Iden+fy
your
role
in
the
ecosystem
42. Tradi+onal
service
models
Networked
business
models
Networked
business
models
calls
for
a
shi7
in
approach
to
service
design
1. Focus
on
the
individual
customer
2. Design
and
deliver
a
service
3. Own
a
unique
rela+onship
with
customer
1. Uncover
opportuni+es
in
a
network
2. Enable
exchanges
to
deliver
service
3. Iden+fy
your
role
in
the
ecosystem